GMC saw great success with the initial “Leyendas” campaign we developed and led in 2021 so they decided to pursue a second iteration to continue the imaginative storytelling to feature new Latinx voices. The main objective was to broaden our scope of Leyendas by curating stories from distinct Latinx cultures that represent our rich panoply of voices and Position the GMC Sierra as the #1 truck for all Latinos. We achieved this by showcasing the vehicle through masterful shots while aligning its values to those of our featured stories to boost brand relevance. The content spotlighted the lives of prominent and inspiring Latinx voices who shared their stories of “hustle” with the vehicle featured as part of the fabric of their lives. The talent took us through what a day in their life looks like through a spoken-word voiceover.
We created a campaign that combined inspirational talent, the importance of culture and honoring one’s heritage, paying it forward, and amplification through social and the Hispanic Heritage Foundation to position GMC as a brand that understands Latinos and what drives them.
This campaign honed in on GMC’s Leyendas concept by celebrating the nuance and specificity of our diverse Latinx community by featuring Joan and Oscar’s stories. We focused on gathering Leyendas from even more distinct cultures to represent our rich panoply of voices. The wider representation of the Latinx community in this campaign presents cultures not often celebrated, portraying cultural pride both on and off the screen. The relatability of the content resonated deeply across all creative pieces. Our strategy was focused on running effective media units and creating relevant and authentic content that showcases connection with this audience.
My Code delivered a target audience reach of 11.2MM with 8.8K click-throughs on social media. The total social impressions del exceeded the original campaign goal by (1.1x higher). The social impressions delivered exceeded the original campaign goal by nearly 700K. Overall, the campaign authentic engagement rate (ER) was 3.0x higher than the industry benchmark at 11.9%. The campaign also delivered a strong overall CTR of 0.31%, which is 1.5x above industry benchmarks. The viewability for the paid and added value high impact adhesions came in around 83% and ad fraud came in under 1%.
Both Joan and Oscar were successful in meeting and engaging with their audience while simultaneously reaching GMC’s target audience. They had similar results across impressions, reach, and video views. Joan’s audience was incredibly receptive and engaged with the content and she brought out 84% of the total engagements. Oscar had the highest engagement rate of the two talent, at 20%.
GMC partnered with our in-house Intelligence Center to provide the brand with key insights and data following the campaign to identify what resonated most with viewers and measure brand sentiment. The data revealed the campaign exposure overall sustained key brand health metrics while seeing above-average positive lift in top and bottom-funnel metrics. It also yielded positive directional results for brand perceptions related to product quality, style, and capabilities.